Logos in small spaces
1. Make sure your logo looks good small. This may sound obvious but I can’t tell you how many times I’ve seen a logo that looked good big and then suddenly looked strange
when small. One organization’s logo included a graphic of stick figures holding hands in a circle that had 2 things going against it a) the graphic is so overused that it really did nothing to help their brand and b) when it was small enough to fit on business cards, it looked like a little ring of barbed wire. And don’t think because you’re working with a big marketing firm, that these mistakes can’t happen – the worst examples I’ve seen came from big marketing firms. Just make sure that you see the logo in various sizes before choosing your final one.
2. Make sure your logo uses the maximum space it can at a smaller width. There WILL be times when you need to have your logo on someone else’s site and there will be size restrictions (to fit a column width for example) or you will want to use it on your Facebook page (which has a width restriction). Logos that tend to be more horizontal will not show up as well as logos that are more vertical. If your tagline is a part of your logo and it’s making the logo more horizontal than it needs to be, then you need to evaluate the benefit of having the tagline versus being able to SEE your logo and possibly create an additional logo version that will work better in tight spaces.
1. Create white space around your logo. Your logo was most likely designed to work well on a white or black background. But your logo may end up on a colored background – i.e. on someone else’s website or printed on a t-shirt. You can either check first with whomever you are giving your logo to, to see if the background color will be white OR you can have a logo on hand that includes a white background. This means a BORDER OF WHITE ALL THE WAY AROUND THE LOGO. This border is important and most people send their logos (for specific projects) without it. If your logo is cropped up to the edges of the logo this is what it will look like on a colored background (if you send it as a .jpg). It’s also a problem if your logo is being grouped with others – no padding (white showing around the logo) and the logo could end up too close to the ones above and below it.
2. Create a transparent .gif file. Your other option is to have on hand a version of your logo in black and/or white so that it will look good on a dark background. When you do this you need to create a transparent .gif file so your logo will just float on top of whatever color background it lands on. Even with this you will want to make sure you have space around the logo so your logo won’t bump up directly next to anything else.
3. Experiment with different color backgrounds for your logo to use in addition to white (or black) – I think it looks great to have your logo on the back of your business card – or just the symbol – on a colored background.
It’s better to have created several sizes of your logo than to send someone one size and have them resize it to fit their needs. Resize from within whatever program your logo was created in and then export them to .jpg and .gif files. If the files are resized once they are already in .jpg and .gif format, they will degrade, becoming blurry if the resizing is significant.
What logos you need
1. High resolution logo for printing.
2. Low resolution logo for websites, email, online uses.
3. A small version of both hi res and low res logo (180-200 pixels wide).
4. Logos with and without tagline in low res, high res.
5. A .jpg and transparent .gif for each of the options above that you might need.
6. A black/white version of your logo and a greyscale version of your logo.
Make it easy to find which logo you need by naming them appropriately i.e.
orgnamelogo_hires_200x300.jpg / .gif (or use “small”, “medium”, “large” for sizes)